For professional services organizations, articulating how you stand out from your competitors is crucial to gaining an edge. Just as important as your positioning, though, is understanding your decision-making prospects’ goals—and how they define success.
Your service has to fulfill their needs.
Your brand has to appeal to their motivations.
The Head
While it’s critical to answer what you can provide to meet a business’s needs, those needs can change over time. That means how they define success changes, too. If you only ever answer a client’s need, your proposition to them is singular, and similar to every other organization providing the same service. Focus on the benefits your service provides, not just its features.
The Heart
When you understand and appeal to a client’s motivation, you dig deeper—into the why. Why is your service the best fit for their goals? You present yourself to them as a problem-solver, and can communicate how your service and expertise can move them closer to achieving their goals. We can help you do this in our Soul Sessions Brand Workshops.
Once you’ve honed the target and differentiated the offering, set your sights on enduring success by galvanizing the team.
Interested in learning more about our process, or getting to know our team that facilitates our Soul Sessions? Hit us up.
